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Flash Name Rich Randall General Manager

Randall joins the Flash after four years with the Rochester Lancers
08/18/2015 1:39 PM -

The Western New York Flash has added former Rochester Lancers President Rich Randall to the front office, as he will serve as the club’s newest general manager, a role that was held by head coach Aaran Lines since 2011. Randall will oversee all business operations for the team, with a focus on the Rochester market.

“Rich comes to the club after a very successful career with the Rochester Lancers where he helped develop the Lancers into one of the best teams in their league, both on and off the field,” said Flash president Alex Sahlen. “Rich brings knowledge of the Rochester market and, as we continue to grow at the league level, will help us to grow at the club as well.”

A native of Rochester, Randall joined the Lancers organization in 2011 as the team’s Vice President. After three years in the position, he was promoted to President of Business Operations. During his tenure with the Lancers, Rich drove the team’s sponsorship sales and attendance to league-leading numbers and earned awards each season for fan engagement and game day production.

“To be able to showcase the top players in the world, right here in Western New York, is amazing,” said Randall. “Women’s soccer has incredible momentum right now and so does the Flash organization as a whole. It’s a perfect fit and I am thrilled to bring my experience and passion to the club.”

Prior to joining the Lancers, Randall was with the Rochester Rhinos front office for nearly four seasons. In that position he was able to create and expand many of the club’s influential programs, including the first-ever naming rights contest for the Stadium in 2009.

Randall joined the sport industry in 2005 with Taylor Strategy, a sports public relations and marketing firm based in New York City. Working with global brands such as ESPN, Fox Sports and CBS Sports, Taylor was named Midsized Agency of the Year each of the three years while Randall earned the coveted Pyramid Award for individual excellence.

A graduate of Churchville-Chili high school, Randall earned his undergraduate degree in Media Management from SUNY New Paltz, where he was also a member of the men’s soccer team, in 2006.


About WNY Flash

The Western New York Flash is one of nine members of the National Women’s Soccer League. The club won the inaugural NWSL Shield after finishing the 2013 with the best regular-season record. Fans can keep up-to-date on the most recent Flash news by following the Flash’s official Twitter account (@WNYFlash) or by liking the team’s Facebook page.


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